“数字鸿沟”背景下农村电商发展的结构性约束与治理路径

Structural Constraints and Governance Strategies for Rural E-Commerce in the Context of the “Digital Divide”

摘要: 在数字经济与乡村振兴战略深度融合的背景下，农村电商已成为推动农业转型升级、实现共同富裕的重要力量。本文以“数字鸿沟”为分析视角，系统探讨农村电商在政策体系、平台机制与主体能力层面的发展困境。研究发现，数字基础设施不均衡、平台资本逻辑强化与经营主体数字素养差异，共同塑造了农村电商的边缘化与依附性特征。针对上述问题，本文从三个方面提出建议：第一，完善政策支持体系，夯实农村电商可持续发展的制度基础。第二，规范平台运行秩序，优化市场竞争与资源配置环境。第三，强化主体能力建设，培育农村电商的内生发展动能。通过制度、平台与主体能力的协同驱动，推动农村电商由要素驱动型向制度能力协同型转变，从而实现数字经济条件下乡村发展的包容性与可持续性。

Abstract: Against the backdrop of the deep integration between the digital economy and the rural revitalization strategy, rural e-commerce has become a vital driving force for agricultural transformation and the achievement of common prosperity. Taking the “digital divide” as the analytical perspective, this paper systematically examines the developmental dilemmas of rural e-commerce in relation to policy systems, platform mechanisms, and actor capabilities. The study finds that disparities in digital infrastructure, the intensification of platform-capital logic, and differences in digital literacy among business actors collectively shape the marginalization and dependency characteristics of rural e-commerce. In response to these challenges, the paper proposes three policy recommendations: first, to improve the policy support system and consolidate the institutional foundations for the sustainable development of rural e-commerce; second, to regulate platform operations so as to optimize market competition and resource allocation; and third, to strengthen capacity building to foster the endogenous driving forces of rural e-commerce. Through the coordinated advancement of institutions, platforms, and actor capabilities, rural e-commerce can be transformed from a factor-driven model to one characterized by institutional-capability synergy, thereby promoting inclusive and sustainable rural development under the digital economy.